I’m sure you’ve heard the good ol’
“your net-worth is the average of that of your peers
(and if you’re not where you wish to be, surround yourself with others who are already where you want to be)”
or something to that effect, right?
so, surely going to IM-conferences and hanging out with plenty of filthy rich marketers should be a good thing?
For 2 reasons:
a) most marketers are full of shit and the number of people (at least the ones who do all the public dog ‘n pony/look at me, I’m driving a Ferrari shows…) who actually REALLY make that much money is rather small…
b) (philosophy lesson alert)
Here’s the thing:
your net-worth is determined by your actions.
which in turns is driven by your thinking.
which is influenced by your attitudes and beliefs.
And those are heavily influenced by … you guessed it: your peers.
Do I want to adopt the attitudes and beliefs of snake-oil (wo)men and Ferrari-driving dogs and ponies?
Er, thanks, but no thanks.
Which is e.g. why you’ll never see me offer a $5k ‘coaching’ (yeah, sure, ‘coaching’ … my hairy backside..) program aimed at total newbies.
a) total newbie just isn’t ready. All those ‘poster-boys’ who are your favourite guru’s success-stories …. well, they were ready.
They’d already traveled the rocky road … overcome lots of obstacles, and really all the guru did was give them the last piece of the puzzle.
Most newbies haven’t even taken the shrink-wrap off the puzzle-box…
And taking $5k of someone full well knowing they’ll never follow through (simply because they are in no position to do so) is unethical. At least in my books.
Yet, the IM-guru-circles are full of people doing it.
And they hang out at IM conferences.
Hence: not really keen to become the ‘average’ of my peers.
b) with this whole ‘making money online’ thing … it’s pretty hard to demonstrate a positive return on investment on a $5k lump-sum that *may* at some point turn into something beautiful.
If someone has a specific idea, and needs consulting, heck yeah, happy to help.
If someone wants to go into a high-value, high-ROI niche (think ‘offline consulting’), yes, you can make $5k back pretty quickly, so I’m happy to ask for $5k (or whatever the current rate for ‘coaching’ is…)
And if you can’t PROVE or at least make a very solid case for ‘this is going to result in a massively positive ROI’, then, well, you’re back in exploiting desperation, using (dodgy) sales-psychology including urgency and scarcity …
… and, well, I don’t want to do that.
Hence: not really keen on hanging out at ‘IM’ conferences.
… I surround myself with and follow people who take a few things rather seriously.
- TESTING. And Optimizing. Everybody talks about ‘direct response marketing’. Hardly anyone actually DOES it.
- ETHICS. Not just talking about ‘not being salesy’, but actually walking the talk (don’t get the started on the webinar I just wasted my time on…)
- AUTHENTICITY. Well, no need to dwell on this one I guess…. (I hope;-)
The odd thing is:
they don’t hang out at glorified MMO/snake-oil fests …
… instead they create truly high-value, high-ROI events where people leave empowered.
A couple of examples:
Check out John DiJulius and the work he’s doing (say hi from me if you ever speak to him)
Or have a look at this short clip where Kevin Spacey entertains the crowds at a recent Content Marketing World event. Just have a look at the crowd … and ask yourself:
where would you rather be: at a snakeoil fest (possibly get entertained by a rock-star or rapper) where everybody pretends to be rich, cool and doing really really well …
… or an event like the Content Marketing World thing?
Now your turn:
how do YOU want to be seen?
What do you want to be the ‘average’ of?
Where can you find the peers that get you where you really want to be?